SEO and Podcasting - Podcast Description (2 of 3)

You have two descriptions that help people find your relevant content – your podcast description, and your individual episode description. This episode will focus specifically on your strategy for your podcast episode description.

 

SEO AND PODCAST DESCRIPTIONS

Your podcast description is also another crucial place for SEO, not only for web search, but podcast search engines that will serve your amazing content to your listeners’ ears. Remember, it’s all about being relevant, so use that description to include your keywords.

TWO PODCAST DESCRIPTIONS

You have two descriptions that help people find your relevant content – your podcast description, and your individual episode description. This episode will focus specifically on your strategy for your podcast episode description.

Because the podcast description that you worked so hard to create with your relevant keywords that make you an authority in the podcast world, episode 117 will focus specifically on the strategy you need to optimize your podcast description for your weekly episodes. I will share with you some of the rookie mistakes I’ve made, and what you need to do to do it right. It will make so much sense, you won’t even have to think about it.

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Your podcast description is a crucial place for SEO, where you should include your relevant keywords. Here is my podcast description on Libsyn, for my previous SOM podcast episode, 116.

 

APPLE PODCAST BEST PRACTICES

In iTunes’ guide to podcast best practices, they confirm that the description tag is very important in bringing your audience to your podcast. It not only informs them, but the search engines will give you more keyword juice if you’ve taken the time to write your description carefully. As stated:

Take advantage of the tag. The tag (or the tag if is not present) allows you to inform users about your podcast. Describe your subject matter, media format, episode schedule, and other relevant information. The iTunes Store removes podcasts that include irrelevant words in the or tags.

Basically put, Apple confirms the importance of your description keywords, in both your podcast summary description and your episode descriptions. So load them both up, but in a way that makes sense to your listeners – relevancy.

PODCAST INTERVIEWS

When interviewing special guests, don’t just include their names in the title, but also repeat them in the description. A good example would be, “NAME on TOPIC.” Quite simply put, the name and the subject matter. You could delve into it a bit more than the title, but increasing the SEO of the podcast and getting more listeners is what you want for your esteemed guests.

DON’T WASTE TIME

Before I realized just how important the description was in being found (BIG MISTAKE!), I would start each podcast description with a template, “In this episode, you will learn…” Looking back now, isn’t it obvious that the listener is going to learn something from the episode? Why else would they be listening if not to be just a little more knowledgeable before tuning in?

I did this for the first 100 or so episodes of my podcast, Smarter Online Marketing, and now I’m cleaning up shop to reap more subscribers and downloads. This of course translates to more visitors to my website. So don’t tell your audience, “I’m going to share in this episode,” or “you will learn…” Just get to the point of your podcast! Use your description wisely.

Rookie mistake: I would entitle my podcast titles with the episode number up front, thinking that it would be easier for people to see things in a logical and chronologic order. The truth of the matter is, your listeners won’t come to appreciate the wealth of content that you create for them anymore than what the actual podcast is about.

Think of it this way, do you look for an episode number on a favorite weekly television show of yours? Do you really care if it’s out of chronological order? Most likely not. So, don’t waste the front part of your episode title on numbers.

Try to load your keywords up front as much as possible so that you can gain the value of podcast SEO.

GO BACK AND OPTIMIZE

In this description you want to get your keywords in there up front as much as possible, but pique interest and talk about what you’re going to be including in the show. You can break down in bullet points, but in paragraph format, what the show is going to be about.

If you haven’t already, take a look at your other podcast episodes, like I’m doing right now, and optimize them. Even if you’ve created a ton of content, as I have, you want to make sure that it’s optimized. Your podcast description, in addition to your podcast title, is another place that you can load up your keywords.
Ask yourself, “How can I get my keywords up front more?” That’s the mode I want you to be thinking in. Don’t waste your conversational words on your description and lose the opportunity to get in front of somebody. I’m going to rewrite this description with what they’re going to get exactly in that episode. It’s obvious that it’s in this episode, or I wouldn’t be writing that in the description.

INCLUDE SHOW NOTES LINK

I do include the link (made with the prettylink plugin on my blog), for the episode in the podcast description. This helps to build some traction that you are beyond just a podcast and are serious about your knowledge, website and blog.

MAXIMUM CHARACTERS

There is a 255 character limit to a podcast episode description before it truncates. So make sure to make the front of that description count. This is further proof that you shouldn’t waste characters on telling your audience that you’re going to teach them something. And save the end of the podcast description for your show notes link.

TO LEARN MORE:

Dan Shure, SEO expert, has an awesome blog post up at MOZ.Com, one of the most comprehensive I’ve seen, with lots of research and resources. I encourage you to learn more about podcast SEO and check it out.

RESOURCES:

Apple – Tunes Podcast Best Practices  https://help.apple.com/itc/podcasts_connect/#/itc2b3780e76

PrettyLink PlugInhttps://wordpress.org/plugins/pretty-link/

MOZ BLOG: Dan Shure on Podcast SEO https://moz.com/blog/a-look-at-podcasting-seo-in-2016


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